The MAANZ MXpress ProgramSelling the PlanPart 1Dr Brian MongerCopyright May 2013.This Power Point program and the associated documents remain the intellectual property and thecopyright of the author and of The Marketing Association of Australia and New Zealand Inc. Thesenotes may be used only for personal study Persons and/or corporations wishing to use these notes for anyother purpose should contact MAANZ for written permission.
MAANZ International• MAANZ International, is a Not for Profit, internet based professional and educational institute which has operated for over 25 years.• MAANZ International offers Professional Memberships;• Marketing Courses (Formal and Short)• And Marketing Publications• www.marketing.org.au Marketing In Black and White 2
Dr. Brian Monger• Brian Monger is the CEO of MAANZ International and a Professional marketer and consultant with over 40 years experience.Marketing In Black and White 3
Marketing In Black and White 4Personal Presentations• A presentation is an oral delivery supported by visuals and audio media that reinforce, and in some cases carry the bulk of, the message. The content of the message is a set of recommendations using all the persuasion that logic and argument can bring to the message.• The ability to make effective presentations is an essential executive skill not only in selling to prospects, but also for in‐house presentations (presenting information such as the business plan or market research report) at executive meetings. The objective of the presentation must be to:
Marketing In Black and White 5Selling the Plan• In all communication, the key elements to consider are:• the audience• the messages• the media• the objectives/expected result.
Marketing In Black and White 6Presentation Strategy• Presentation strategy varies with the situation. The more formal the presentation, the more preparation is needed. These are the matters you should consider:• Understand the objectives and purpose of your presentation.• Know the prospective audience.• Present to the audience’s point of view.• Anticipate questions and objections.• Organise material in an effective and logical sequence and format for the presentation.
Marketing In Black and White 7Presentation Strategy• Discuss a range of marketing presentation strategies and their effectiveness for different presentation situations.• Develop a range of support materials that can be used to present a variety of ideas and concepts for a presentation.
Marketing In Black and White 8Organising the Message• The presentation will have a highly complex message based upon voluminous facts and research data, a sophisticated and intricate strategy, and carefully developed conclusions and justifications. • The challenge in developing a presentation is to condense all the material into a message that is absorbing and easy to listen to.
Marketing In Black and White 9Theme• For a presentation to be memorable (and that is important in a competitive situation), anchor it with a strong theme. • Key points• What are key points for the audience to remember? These key points are the critical pieces of information on which the logic of the proposal will be built. • An audiences ability to retain information will be limited.
Marketing In Black and White 10Key Elements of the Presentation• Present clearly• Use prepared aids as visual paragraph markers for ideas.• Keep words to a minimum.• Ensure uniformity of size, colour and layout.• Introduce the aid, talk it through and then remove it. The right audience• Ensure that the key people are present.• Ensure that they are pre‐sold and looking forward to your presentation.• Avoid presenting anything new that may create resistance.
Marketing In Black and White 11Key Elements of The Presentation•Emphasise the points that have already been agreed with the decision‐maker and his/her advisers.•Reinforce your message with simple, graphic visuals. •Use yourself as a presentational aid•Be enthusiastic—if you are not convinced, they will not be.•Stand or sit upright but with varied positions.
Marketing In Black and White 12Key Elements of The Presentation• Use hands to emphasise rather than distract.• Look at individuals and change your expression, voice pitch, tone, pace and duration.• Use language as an aid to interest
Marketing In Black and White 13Key Elements of The Presentation• Use questions as well as statements.• Use metaphors, similes and analogies.• Use examples to paint pictures.• Repeat and summarise frequently before, during and after.• Get feedback• Involve the prospects continually to get their agreement before moving on. • Refer to the situation, to matters clearly agreed.• Watch faces and body movements for reactions.• Ask questions to ensure agreement on the need to introduce each main point.
Marketing In Black and White 14Key Elements of The Presentation• Don’t move on if people are still worried.• Summarise frequently.• Make notes of points of agreement and disagreement.• Watch the time (an accurately timed session is, in itself, impressive).
Marketing In Black and White 15Choose a style of delivery• Will you address the decision‐maker or the audience in general?• Will you use a formal stand‐up or low‐key discussion style?• Will there be a greater or lesser involvement of a team?• Will there be a liberal or selective use of aids?• Will you make use of client language/jargon? Present credibly
Marketing In Black and White 16Presenting Factual Information• Facts, especially numbers by themselves, are difficult to comprehend and even more so when the variety and significance of trends are complex. • When expressing statistics visually in a report, you can help the reader to grasp their significance or to comprehend an idea quickly and relate the message more readily to the decision‐making process if the information is presented well.
Marketing In Black and White 17Methods Of Displaying Data and Information•Tables and graphs (pictorial representations) may simplify and clarify the research data. •Tabular and graphic representations of the data may take a number of forms, ranging from a direct computer printout to elaborate pictographs. •Bar charts, pie charts, curve diagrams, pictograms and other graphic forms create a visual impression.
Marketing In Black and White 18Designing The Visuals• Numbers tell a story. • The trick is knowing what story you want to tell and to tell it clearly. • Generally, people find numbers persuasive. Numbers provide sound evidence for many decisions. • User‐friendly tables, graphs and numbers can shorten meetings, save time and make a good impression.
Marketing In Black and White 19Suggestions for The Presentation Of Statistical Information In Visual Form• 1. Keep it simple. An overly complicated graph is hard to comprehend and may confuse an issue rather than clarify it. The less complex the graph, the better.• 2. Keep the scaling consistent. Once the best possible scale for the graph is identified, set it up so that each segment has equal value. That’s the only way to accurately report your information. If scaling is not consistent, the visual summary of the numbers will be inaccurate.• 3. Use the same scale for related graphs. This helps the reader to understand how one trend is more or less meaningful than another related trend.
Marketing In Black and White 20Suggestions for The Presentation Of Statistical Information In Visual Form• 4. Avoid chart junk. Chart junk is decoration that interferes with meaning. Chart junk consists of unnecessary and distracting elements. The most common of these are grid lines, patterned bars and slices, backgrounds, borders, inappropriate and confusing colours, actual numbers and values.• 5. Keep shapes simple. Avoid three‐dimensional and odd‐shaped graphs, which draw attention to the design rather than the content. Odd shapes will not help readers to understand your message or the data. Even readers who take the time to study the following graph are unlikely to make sense of it.• 6. Show trends and relationships.• 7. Attract attention.
Marketing In Black and White 21The following are commonly used visuals:• Flow charts • Diagrammatic charts • Line graphs • Bar graph • Pie (or circle) charts • Pictographs
SALES10203040506070J A S O N D J F M A M JMONTHSLine graphsA line graph shows points on two dimensions. Usually the vertical dimensionrepresents some amount such as dollars or volume. The horizontal dimension istime. A horizontal line connects -the dots or points in time. The most frequent usefor a line graph is to show some kind of change over time. A line graph is goodfor a trend analysis, such as a comparison of prices or sales over time.
0.001000.002000.003000.004000.005000.006000.0015- 20Male15- 20Female21- 35Male21- 35Female35-45Male35-45Female45+ Male 45+FemaleBar graphA bar graph is similar in format to a line graph except it depicts units rather than points.For example, the vertical may represent dollars or volume. The horizontal, however,would represent companies, brands, or population segments. You might use a bar graph tocompare the consumption patterns of three different segments of your target audience orthe dollars spent on advertising by all the various competitors.
% Sales By StateN.S.W36%VIC22%QLD25%SA6%WA11%Pie (or circle) chartsA pie chart, for example, is the standard form to use to depict pieces of a whole. Anytime you talk about percentages, such as market share or budget allocations, that total100 percent, a pie chart is a good way to express the relationships. As a rule of thumb,pie charts should not have more than six pieces.
PictographsA variation on many of the previous types of charts and graphs is apictograph. A pictograph is typically a pie, line, or bar graph that representsthe elements with a symbolic graphic. It makes the chart more graphic andmore visually interesting. It can however also be confusing.
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